Marketing Virtual and In-Person Services: What to Tweak, What to Keep
If you started offering virtual training during the coronavirus quarantine, you might be among the many gyms planning to continue offering it even after the crisis is over.
So, you might find yourself operating two marketing tracks: one for virtual and another for in-person training.
It might seem like a lot to think about, but we’re here to walk you through it. This was the subject of a recent webinar, and you can watch the video here for a longer discussion.
First: Let’s Review Some Basics
- Keep doing what has worked in the past. The best starting place is the marketing plan you had before COVID-19. You can make changes to it, but don’t throw it out and start over.
- Maintain realistic expectations, track your results, and (even now) balance short-term needs with long-term goals.
- Messaging must be clear, concise and conclude with a Call to Action – what do you want them to do now? Click for more information, download a resource, etc.
- Focus on them – your clients and prospects – rather than yourself.
- Pick three things to do, and get good at doing them consistently. That’s one each for these three channels: internal, offline and online. Choose activities based on your strengths, resources and their ability to generate revenue.
- Track and measure your marketing efforts – leads, FEOs, sales opportunities, and execution of your marketing activities. Sound familiar? It should – because we’re talking about sticking to your plan for the most part.
Marketing Your Virtual and In-Person Offers
Good marketing is based on foundational principles that should get you 90 percent of the way there. These principles apply virtually, in person, during COVID-19… All the time.
There’s a lot more “keeps” than “tweaks.” But let’s take a look at the 10 percent difference you can make with some minor adjustments.
Tweaks: Speak to what makes your offer virtual and not just a product they can buy and use on their own. Highlight the new value, and leverage social proof for virtual offers. You want them to understand this is working and they can get good results with it.
Keeps: Stick to the basics of marketing message. (We go over the six key components in the recorded webinar.) Health and safety should always be a priority – and should be front-facing right now.
Tweaks: Shift a higher percentage of marketing to the online choice. Introduce virtual FEOs. Evaluate how much time and money you want to invest.
Keeps: Use all three channels (internal, offline, online). Create quarterly promotions and “insurance” marketing activities.
Tracking & Measuring Your Marketing
Tweaks: Adjust testing periods since you might not have the luxury to wait several months to see how something’s performing.
Keeps: Use of minimum metrics, designated testing periods.
Be sure to take advantage of the free COVID-19 resources we’ve gathered for you. And schedule a time for a free one-on-one consult with a Fitness Revolution coach. We can help you with virtual and in-person marketing, plus everything it takes to make your gym successful.